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Global Brand Management

A Guide to Developing, Building & Managing an International Brand

Hone your understanding of international brand management with this textbook, showcasing why it's critical for global brands to develop elasticity and adapt to different territories, audiences and contexts.
Available to pre-order from 3rd August 2019
EAN: 9780749483609
Edition: 1
Published:
Paperback
Format: 240x170
320 pages

About the book

In today's hyper-connected world, any brand with a website or digital presence is 'global' by its very definition; yet in practice it takes an enormous amount of strategic planning and adaptability to successfully manage an international brand. Global Brand Management explores the increasingly universal scope of brand management. In an era when many brand managers will find themselves working for large multinationals operating across varied territories, categories and consumer groups, developing an understanding of both the opportunities and risks of multinational brands is truly essential.

Meticulously researched, Global Brand Management shows readers how to manage an existing global brand, while simultaneously equipping them with the skills to build one from scratch. The text uses fascinating case studies including Oreo, Harley Davidson and Xiaomi to demonstrate the challenges of maintaining a stable brand identity when operating across territories with different languages, cultural values and logistics. With helpful pedagogy throughout and built-in features to enhance classroom learning, Global Brand Management is the perfect springboard for students to appreciate, enjoy and embrace the nuances and complexities of brand management on an international scale.

About the authors

Laurence Minsky

Laurence Minsky is Associate Professor, School of Media Arts at Columbia College Chicago, and author of many books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions for many global brands.

More about Laurence Minsky

Ilan Geva

Ilan Geva is adjunct Professor at the University of Chicago and DePaul University, and was formerly Design Head and Creative Director at Ogilvy & Mather, Leo Burnett, Frankel & Co., and various other internationally renowned agencies. He currently runs Ilan Geva & Friends, a branding consultancy based in Chicago.

More about Ilan Geva